A lot of research has been made in order to know the idea of first mover advantages and second mover advantages but the experts are divided in their opinions of which factors are affecting and to what magnitude these elements influence the firms. So, the objective of this dissertation was to develop a framework that unifies and points out the factors indicating first-mover advantages and second-mover advantages. The significance of these factors was examined in 3 diverse industries; private banking, ice-cream industry and the mobile phone industry.
Persuasive advertising alters consumers’ tastes and creates brand loyalty. The established view in the economics literature is that such advertising is anti-competitive and results in higher prices. This paper demonstrates that this is not necessarily true. This is shown in a model
Title: A Study To Indicate The Importance Of Consumer Based-Brand Equity On Consumer Perception Of Brand Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand
The importance of branding has increased in recent decades due to the ever- growing flow of information and advertising, both offline and online. An important part of branding is the brand personality which is a way to differentiate the company (and its
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